About the company Dove

DOVE

Dove is owned by Unilever

Created in 1957

Products sold in more than 35 countries

Marketer in the year 2004

Most trusted brand in India in 2011

EVERYDAY MOSITURE IS THE KEY TO

BEAUTIFUL SKIN

SWOT

ANALYSIS

STRENGHTS

Strong media presence

Commitment to quality

High market share

International brand recognition

Established brand recognition

UPS- Deep moisturizing for dry skin

WEAKNESSES

Strong competition

High price

Low market share in deodorant category

Targets only female segment

OPPORTUNITIES

Can target male audiences equally

Continuous innovations

Maintain better standards of quality

Should establish products for rural penetration

Eco-friendly and organic range

THREATS

Availability of cheap substitutes

Large competitors with similar product line

Eg: Vivel soft touch

Popular only in metropolitan cities

Only for higher income group

Low market share for deodorant, especially

amongst men

Market segmentation

Dove segments the market on the basis of

Demographic

Psychographic

Geographic

Behavioural

GEOGRAPHIC

World wide

Urban areas

DEMOGRAPHIC

AGE-15-55

GENDER-female

FAMILY SIZE-nuclear or joint family

OCCUPATION-college going girls,

working women,

housewives

PSYCHOGRAPHIC

LIFESTYLE-comfortable

SOCIAL CLASS-middle class and upper middle class

ACTIVITY-for nourishment

INTERESTS- soft and smooth skin

OPINIONS- raise spirits of status

ATTITUDE-positive

BEHAVIOURIAL

DEGREE OF LOYALTY-high loyalty is been found

BENEFIT SOUGHT-for nourishment

USAGE STATUS-high user status

BUYER READINESS STAGE- persuading

USAGE- skin softening

TARGETING

Working women targeted as they have less time to

take care of their skin

Targeted on higher income groups

AGE GROUP-15- 55

POSTIONING

Personal care beauty product

Moisturizing content differentiate itself from

competitors.

Moisturizing products

PLC- currently at its growth stage

Priced at premium

COMPETITERS1. Olay (Procter and gamble)

2. Neutrogena (Johnson and Johnson's)

3. Bergdorf's (nivea)

MARKET POSITIONING

#1 Personal cleansing product

#2 Dermatologist recommended brand in the US

#3 Point of differentiation- moisturizer and PH=0

MARKETING MIX :4Ps

PRODUCT• Personal care beauty product

• Moisturizing content differentiate itself from

competitors.

• Moisturizing bar and shampoo.

• Currently at its growth stage

• Priced at premium

PLACE

Manufactured globally

Indirect marketing channel

Manufacturer retail consumer

Sold in hyper markets, super markets, pharmacies

PROMOTION TV

Print ads

Public relations-campaigns

Focused more on “real beauty”

PRICE

Competition based pricing

Dove cream beauty bathing bar- Rs.46

Dove body lotion – Rs. 120

Dove shampoo – Rs. 124

MEDIA BRIEF BRAND- DOVE

COMPETITION – Nivea, Olay , Vivel , Neutrogena

MEDIA VEHICLES- newspaper, magazines , television,

billboards, digital media

Media tools – facebook , twitter , instagram

I

REGIONALITY

Worldwide

SEASONALITY

Introduces series of product for different seasons

MARKETING OBJECTIVES Increase sales of dove beauty products

Attract national TV and print media coverage

To create product awareness and to attract

customers towards the product

Satisfy the needs of customers which were earlier

not met.

COMMUNICATION GOALS To create awareness among girls and women that

age doesn’t define your beauty

Imparting knowledge among females

Building self-esteem and confidence among

working women and college goers

To increase sales

CREATIVE BRIEF Our strategy was to aware that inner beauty is the

real beauty among working women and college

girls

For this we have initiated “DOVE SELFIE AD

CAMPAIGN”.

Under which the females clicked selfies and

shared with us during that online campaign

ADVERTISING CAMPAIGN

PURPOSE-Building positive self-esteem and

inspiring all women and girls to reach their full

potential

Through our print ads we wanted to communicate:

#BEAUTY IS YOU

#DOVE MAKES YOU AND YOUR HAIR BEAUTIFUL

#WRAP YOUR BODY IN 24 HOUR MOISTURE

#BE YOUR KIND OF BEAUTIFUL

Any Questions?

THANK-YOU